Client Overview
Vijay Sales, a leading electronics and home appliances retail chain in India, has established itself as a trusted name with a strong presence across major metropolitan cities. Offering a wide range of consumer electronics, gadgets, and home appliances, Vijay Sales aims to enhance its customer base and increase in-store traffic during key promotional events and seasonal sales.
Campaign Objective
The mobile marketing strategy was centred around using SMS and OBD to reach Vijay Sales’ target audience in metro cities effectively and at scale. The campaign was designed to provide timely information about exclusive deals and promotions to encourage immediate visits to the store.
- SMS Marketing:
- Targeted Segmentation: A database of customers from previous transactions and location-specific audiences was used to send personalised SMS messages, including exclusive offers, store addresses, and event details.
- Time-Sensitive Promotions: Sent real-time, limited-time offers to create a sense of urgency, driving quick action from the recipients.
- Clear Call-to-Action (CTA): Encouraged customers to visit the nearest Vijay Sales store with enticing discounts, special offers, and festive deals.
- OBD (Outbound Dialing) Campaign:
- Automated Voice Calls: Outbound voice calls were sent to customers across major metros, informing them about the ongoing sale and the benefits of visiting the store for exclusive in-store offers.
- Personalisation: Automated calls were customised with regional languages and tone to appeal to diverse audiences and to ensure better engagement.
- Reminder Calls: Follow-up calls were made as reminders for customers who received initial messages, reinforcing the sale offers and providing more detailed information about products.
- Geographical Targeting:
- Focused on high-density metro areas like Delhi, Mumbai, Bangalore, and Chennai to ensure the campaign reached a high volume of potential customers.
- Timing was optimised for weekends and holidays, when people are more likely to visit stores.
- Multichannel Approach:
- Integrated SMS and OBD marketing with social media and digital advertising for a cohesive brand presence, further encouraging customers to take action across multiple platforms.
Execution
The campaign was rolled out in phases:
- Pre-Campaign Planning:
- The target audience was segmented based on location, demographics, past purchase behaviour, and store visit frequency.
- Messages were crafted to appeal to specific customer segments, such as first-time buyers, frequent shoppers, and those who had previously shown interest in specific product categories.
- Campaign Launch:
- SMS messages were sent in the early morning hours to catch customers before they left for work, with reminders later in the day.
- OBD calls were made during the evening, a time when customers were more likely to engage with the message while at home.
- Monitoring and Optimisation:
- Analytics were used to track SMS delivery, open rates, click-through rates, and store visit data.
- Adjustments were made based on the response patterns to ensure the maximum number of customers received the message and acted upon it.
Results
The mobile marketing campaign delivered impressive results across all metrics:
- Footfall Increase: The campaign resulted in a 40% increase in footfalls across Vijay Sales’ stores in major metro areas during the promotional period.
- High Engagement Rates:
- SMS messages achieved a 98% delivery rate with a 20% open rate, which is above the industry average.
- OBD calls recorded a 35% response rate, with customers calling the stores for more information or directly visiting the locations.
- Increased Sales:
- The campaign contributed to a 25% boost in sales during the promotional period, especially in high-margin categories like home appliances and electronics.
- Cost-Effective Campaign: The combination of SMS and OBD marketing resulted in a 150% ROI, proving the cost-effectiveness of using mobile marketing to drive offline sales.
- Enhanced Customer Retention: The campaign not only drove immediate footfall but also helped Vijay Sales strengthen relationships with existing customers, who were re-engaged with personalised offers.
Conclusion
Vijay Sales’ SMS and OBD mobile marketing campaign was a resounding success, effectively driving significant foot traffic to retail stores and boosting sales during a key promotional period. By leveraging mobile marketing’s personalised and direct reach, the brand successfully engaged with customers, delivering value both to the business and to the consumers.
Key Takeaways
- Targeted Messaging: Personalised offers and location-based targeting helped capture the attention of potential customers.
- Effective Use of SMS and OBD: These mobile marketing tools proved to be cost-effective and efficient in driving offline store visits.
- Real-Time Campaign Monitoring: Real-time tracking enabled adjustments, optimising the campaign’s performance throughout its duration.
- High ROI: The campaign demonstrated that well-executed mobile marketing can achieve significant business results, from increased footfalls to higher sales.
